Okay, I'm not sure that this will be the whole of Microsoft's planned publicity campaign for Windows 10's launch, but as a starting point it's a really, really, bad one. Really.
I get that Microsoft's agency is trying to push how easy the upgrade is for users but it does it in such a badly implemented way that it doesn't actually deliver a message.
Remember the Jeff Goldblum 'Get Connected' ad for the original Bondi Blue iMac? That's how it should have been done. Look and learn Microsoft, look and learn.